Google's popular online video streaming service, YouTube, has launched its very own online video rental service.
The scheme, which was released on a 10-day trial basis earlier this year, allows users to rent Hollywood movies and episodes of popular TV programmes for periods ranging from 24 to 72 hours.
Videos cost from 99 cents up to $3.99. At present, the service is only available to US users and Google hasn't said whether the service will be available in the UK.
A YouTube spokesperson told blog site NewTeeVee: “When we announced YouTube Rentals in January, we said we would be creating a destination after more partners joined the program. To date... nearly 500 partners have joined our Rental program.”
Earlier this year, the New York Times reported the scheme made $10,709 during its 10-day trial by renting out movies from the Sundance film festival.
Armed with a wider roster of film titles and an improved business model, industry pundits believe the service will do wonders for both Google and the US TV and film industry.